The new initiative will promote the unique and emotional
aspects of owning jewelry, as opposed to spending one’s disposable income on other
things, the US trade group said Wednesday.

“The jewelry industry has voiced their needs for a generic
consumer campaign that speaks with actionable, yet sentimental, messages about
jewelry,” said JA CEO David Bonaparte. “We are excited to be moving forward
with the campaign that our industry has been so passionate about. We are also
calling on all levels of the supply chain to band together for this initiative
that will truly be by the industry, for the industry.”

The group is raising funds to create a test campaign that
will run in a targeted region, after which it will review the results before
launching the program on a national scale.

Companies partnering with the JA on the initiative include
the American Gem Society, Forevermark, the Gemological Institute of America and
the JCK Industry Fund.